New Analog Technology???

According to these (2)  quotes from the article:

"new ultra-high-fidelity medium"

"newly developed discs that advance the art of recorded sound and mark the first breakthrough in analog sound reproduction in more than 70 years.”

Kinda says audiophile to me, but that's just me, I guess?

Sounds like a new player will be required.  Maybe the equivalent to an analog blu-ray?  Count me out if I can't play it on my existing turntable.

Reminds me of the prelaunch hype that surrounded the Segway.

How did that turn out?

One thing I will guarantee is that whatever it is, it will cost a small fortune.

actually sounds a LOT like laserdisk....

They're just lacquers. The only difference that I can sus out is that the lacquer is applied to an aluminum disc vs lacquer all the way through. In other words, it's more of a hybrid than something new.